“People don’t want to be left out,” Straytner said. “The stores make you feel like a family member. It’s a fascinating thing and it’s very youth-oriented, so you feel young at heart.”

The strategy seems to be working.

“Part of the reason I came down here was to be part of the line and the community,” said Apple customer Kyle Stoneman, who spent nearly $1,000 on the new device and admitted the he may have a problem. “I feel like I’m obsessed a little bit, but I’m aware of my obsession. I’m thoroughly steeped in that world.”

“It was unbelievable how many people were there just rooting you on,” another customer said.

The Wait Is Over: New iPhones Go On Sale

The high-end 5S boasts a faster processor, improved camera and new fingerprint sensors to unlock the device. It comes in silver, “space gray” and gold — which is already in short supply and sold out in some stores.